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Filled with Discoveries
Red Lips turns tradition into bold flavour adventures

Branding
Communication Design
Packaging Design
UI/UX Design
RED LIPS

{ Project Overview }

Rebranding Singapore’s leading Kueh Pie Tee brand with a vibrant identity that celebrates heritage, flavour, and discovery.
Gradient purple-to-cyan banner announcing 'WINNER 2025' with a large white upside-down triangle and the words 'INDIGO DESIGN AWARD' in gradient lettering.]

Red Lips is a Singapore food manufacturer and supplier specialising in Peranakan Kueh Pie Tee and gourmet shells. Serving both B2B and B2C customers, the brand caters to Michelin-starred restaurants, award-winning hotels, resorts, caterers, supermarkets, and food-service establishments.

Built on premium ingredients and daily handcrafted production, Red Lips delivers freshness, taste, and crispiness while continuing to innovate through food research and development. The brand is also the proud recipient of the Indigo Design Award 2025 Gold Winner in Branding for Food. View the award here.

A heritage rich brand that lacked a distinctive identity to distinguish itself in a competitive food market

{ Creative Challenge }

A heritage rich brand that lacked a distinctive identity to distinguish itself in a competitive food market
  1. 01

    Red Lips is known for premium Kueh Pie Tee cups grounded in Peranakan culinary traditions.

  2. 02

    Despite its rich cultural roots, the previous brand identity did not fully convey that authenticity in a compelling manner.

  3. 03

    It needed to express qualities like quality, versatility, and innovation in a way that appealed to design-aware younger audiences.

  4. 04

    The lack of a unified visual system left Red Lips underrepresented across digital and physical channels.

  5. 05

    Without a refreshed identity, the brand risked being overshadowed by less authentic but more visually engaging competitors.

{ The Solution }

Developed a vibrant brand identity that honours Peranakan heritage while igniting contemporary appeal

  1. Crafted an R-shaped monogram logo, drawing direct inspiration from the iconic Kueh Pie Tee, to symbolise culinary creativity

  2. Anchored the identity around the essence Filled with Discoveries, evoking a sense of exploration rooted in tradition

  3. Employed bold, festive colours like tangerine red and lime green, paired with abstract graphic elements inspired by flavour profiles

  4. Designed a dynamic visual language that bridges the traditional and the modern, capturing both heritage and energy

  5. Produced a comprehensive brand guideline to ensure consistency across packaging, digital media, and trade communications

  6. Elevated Red Lips’ position as Singapore’s trusted Peranakan food specialist by reinforcing cultural authenticity and audience engagement

Developed a vibrant brand identity that honours Peranakan heritage while igniting contemporary appeal

{ THE DIFFERENCE }

Red Lips logo before rebranding
Red lips logo after rebranding
{ BEFORE }{ AFTER }

{ Brand Audit }

We help you understand your brand, your customers, and your competitors through a clear and comprehensive brand audit.

A brand audit assesses how a company’s brand is perceived by its customers and stakeholders. It reviews key elements such as the company’s mission, values, branding, marketing materials, and overall customer experience.

By evaluating the touchpoints where customers interact with the brand, we can identify inconsistencies, weaknesses, and opportunities for improvement. This helps the brand communicate more clearly, consistently, and effectively.

Learn More About Brand Audit
Brand Audit

{ Brand Positioning }

We repositioned Red Lips with a vibrant and expressive brand message that reflects its essence: Filled with Discoveries.

Building on over two decades of heritage as Singapore’s leading Kueh Pie Tee cup manufacturer, Red Lips was refreshed into a dynamic food brand that celebrates culinary creativity, bold flavours, and versatile product possibilities.

The renewed identity highlights Red Lips’ quality, innovation, and adventurous spirit, appealing to both foodservice professionals and home cooks. It reinforces the brand as a trusted, forward-looking name that blends Peranakan tradition with limitless discoveries.

Brand Positioning

{ Brand Identity }

We developed a distinctive brand identity for Red Lips, transforming the iconic Kueh Pie Tee silhouette into a playful and expressive visual system.

The graphic style draws from the familiar Kueh Pie Tee form, reimagining it as a framing device that highlights Red Lips’ role as a vessel of flavour and creativity. This gives the identity a recognisable shape language that feels both unique and ownable.

Paired with abstract shapes, bold colour contrasts, rounded forms, and energetic compositions, the system captures the joy of eating while reflecting the brand’s playful and customisable spirit. At the same time, it remains rooted in Red Lips’ Peranakan heritage.

A technical logo grid layout showing the geometric construction of the "R Lips" emblem on a red background.
A close-up of a kueh pie tee fluted pastry shell or tart cup featuring an embossed "R" logo on its base, surrounded by crumbs on a neutral surface.
A logo graphic featuring a yellow bell pepper, garlic cloves, red onion slices, and the "Red Lips" logo on a light background.
A solid coral-red background swatch used within the brand's visual identity.
An ornate savory tartlet garnished with a citrus slice and herb sprig, surrounded by playful red graphic icons on a lime-green background.

{ Brand Touchpoints }

We created a vibrant and cohesive brand experience for Red Lips, ensuring every physical and digital touchpoint reflects its flavour-filled personality.

From its engaging website and streamlined ordering process to its lively social media presence, each interaction was designed to feel dynamic, approachable, and consistent. The brand’s bold colours and playful visual identity flow across packaging, marketing materials, and retail environments.

Across online customer service, direct product delivery, and in-store experiences, Red Lips reinforces its commitment to quality, innovation, and customer satisfaction. This strengthens its position as a trusted provider of Peranakan delicacies with a fresh and expressive brand presence.

Brand Touchpoints
A white standing frame displaying a black Red Lips promotional poster with a black background color and red text inside a modern interior.
Red Lips "Mini Kueh Pie Tee Cups" packaging boxes arranged on a maroon surface.
Three large illuminated advertising posters featuring Red Lips branding and food photography mounted on a gray tiled wall.
A smartphone displaying Red Lips social media feed interfaces surrounded by post mockup cards.
Black Red Lips gourmet product boxes set against a vibrant coral-red background.
Two digital advertising screens displaying Red Lips culinary photography and branding in an indoor public space.

{ Brand Rollout }

We created a comprehensive brand manual for Red Lips, ensuring its vibrant identity remains consistent across every future brand application

The brand guide provides clear direction on logo usage, typography, colour palettes, and brand tone. This helps every visual and verbal element reflect Red Lips’ dynamic, expressive, and flavour-filled personality.

As Red Lips continues to grow, the manual equips internal teams and external partners with the tools to represent the brand consistently. This strengthens recognition, builds trust, and ensures a unified message across all touchpoints.

Brand guidelines collage for Red Lips showing logos, color palettes, and layout samples across multiple pages.

Red Lips’ rebranding journey has been an exciting fusion of tradition and innovation. By capturing the essence of Peranakan heritage and infusing it with modern design elements, we’ve helped Red Lips carve out a distinctive and dynamic identity. This transformation strengthens their position as a leader in the food industry, allowing the brand to connect with a wider audience while staying true to its roots of quality and authenticity.

A three-dimensional, metallic letter "C" rendered in a dark glass or chrome material that reflects a vibrant, iridescent gradient of rainbow colors along its curved edges.
Kimming Yap
Managing Director, Creativeans

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